Online Marketing – Financial Services
Best financial services email message
The open rate was more than two times higher than the industry average – with a 53% open rate and a 24% click-to-open rate.
Cardholders looking for personalized concierge services, exclusive experiences, and luxury travel deals can access these perks with Visa Infinite, a top-tier benefits package available on certain Visa credit cards. In this email campaign to cardholders in Canada, Visa highlights the Infinite Dining Series – an exclusive perk and unique opportunity to access special dining events throughout the country.
The campaign showcased Visa Infinite members’ opportunity for special access to unique menus and wine-pairings at iconic restaurants across the country – from a chance to dine with two of Canada’s most renowned chefs at Scaramouche, Toronto, to Spanish tapas in Vancouver, to a hunting-and-fishing-inspired dinner in Montreal.
The email enticed Visa Infinite members with succinct copy and eye-catching photos of local chefs and their delectable creations. The campaign also inspired a sense of urgency and exclusivity with a mention of limited seating at each event, as well as featuring highly-rated restaurants throughout Canada (for the FOMO crowd).
The goal of Visa Infinite’s Dining Series campaign was two fold – offer exclusive experiences and desirable perks for cardholders while promoting Visa’s restaurant partners. The campaign successfully drove engagement, generating an open rate that was more than two times higher than the industry average – with a 53% open rate and a 24% click-to-open rate.